The process of customer brand engagement in interactive contexts: Prerequisites, conceptual foundations, antecedents, and outcomes
Year: 2015
Type: dissertation
Abstract: The purpose of this thesis is to develop a conceptual and theoretical understanding of customer\nbrand engagement (CBE) that is useful for practitioners, particularly for service firms utilizing\ninteractive platforms in building customer-brand relationships. Arguably, there is a need for\nmore research to construct theories of the role of CBE in brand relationships and to test theories\nof antecedents and outcomes of CBE. This thesis provides an overview of the CBE and the\nconsumer/customer engagement (CE) literature, and four articles applying different theoretical\nperspectives that together provide a comprehensive understanding of CBE in interactive\ncontexts. CBE is investigated in relation to customers as the engagement subjects, and brands\n(i.e., brand relationships, brand activities) as the engagement objects.
Source: BIBSYS Brage (BIBSYS (Norway))
Author: Birgit Andrine Apenes Solem
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2560202332